Melbourne-based designer, illustrator, and art director Bobby Haiqalsyah has taken a less-than-linear path to his creative career—from chef whites to brand campaigns. With a deep love for typography, illustration, and Southeast Asian visual traditions, Bobby brings heart, hustle, and a generous spirit to everything he does.
His story is one of resilience, curiosity, and constant reinvention, whether he’s mentoring emerging designers through the Melbourne Lettering Club or art directing packaging for major brands. We sat down with Bobby to talk about his career detour, the power of community, and what’s next for design in Australia.
Can you tell us a little about your first few steps in your design career?
I took an unexpected detour from my design career after graduating. Having worked in hospitality during university, I became a chef to pay the bills and quickly worked my way up to head chef at my restaurant. But after reaching the peak of an industry I hadn’t formally trained in, I decided to return to design—unfortunately, this coincided with the 2008 global financial crisis.
To break back into the industry, I moved to Indonesia, where I had family and better job prospects than in Australia at the time. I joined MNC Group as an in-house Creative Designer, working within a vast media empire spanning free-to-air TV, radio, and print. In my free time, I focused on refining my typography and illustration skills—partly driven by the need to save money for visits, as I was in a long-distance relationship.
Though that relationship didn’t last, the portfolio I built during that period opened doors. It led to conversations with The Jacky Winter Group, who later represented me as an artist, marking a pivotal moment in my design career. Through them I got to work on campaigns, ads, book covers, brands, and packaging work that I wouldn't have imagined when I was in my chef whites.
Tell us some of your favourite, creative people and inspiring places in your city!
I’ve always admired Counter Forms for the way they provide a platform for young type designers, helping them develop and share their work with a global audience. It’s exciting to see new talent being nurtured in such a meaningful way.
As for places, I find inspiration just by being in Fitzroy, Collingwood, and Carlton, where creativity thrives in local businesses, studios, and cultural spaces. But these days, what I look forward to most is unwinding at Night Cat, dancing salsa to a live band at the end of the week. It’s my way of stepping away from design, recharging, and finding creativity in movement instead.
What should emerging designers keep in mind as they begin their design career?
Keep designing. You don’t know what you love until you try it—just like I didn’t know I liked sushi until I ate it. Experiment, stay curious, and be open to unexpected paths. Sometime the miracle you're looking for is in the work you're avoiding.
Prioritise your health. Take it seriously now, and you’ll thank yourself later. Design is a demanding industry, and looking after yourself both mentally and physically will help you sustain your creative career.
Build a strong, safe, and expanding social life. Surround yourself with people who celebrate your wins and support you in tough times. Your network is your net worth, so learn to be comfortable around people, because relationships are as important as talent in this industry.
Be generous and kind. Support those coming up behind you. A little guidance, encouragement, or shared opportunity can make a huge difference in someone’s journey—just as it likely did in yours.
Can you share the moment or experience that sparked your passion for design?
Growing up, I was deeply fascinated by comics, and many of my favourite artists had a design background—since formal comic book schools didn’t exist. Inspired by their path, I pursued the same training. I was 14 at the time hence why I use this number as part of my handle and online presence to this day.
As I delved into design, I developed a passion for typography and illustration. It wasn’t until years later, when I began blending the aesthetics of Southeast Asian and Islamic art that I grew up with, that my work truly started to feel authentic to who I am.
What strategies do you employ to identify and create new opportunities for emerging designers?
One of my key strategies for supporting emerging designers is active mentorship and knowledge-sharing. Through my involvement with the Melbourne Lettering Club and other design communities like AGDA and TDK, I create spaces where designers can develop their craft, gain industry insights, and connect with peers. Whether through workshops, one-on-one guidance, or portfolio reviews, I focus on nurturing both soft and technical skills as well as creative confidence.
Another important approach is advocating for new talent within professional settings. When leading teams, I actively seek out opportunities to involve junior designers in projects that push their abilities—whether it's assigning them real client work, encouraging them to experiment with new techniques, or giving them a platform to present their ideas. I believe in providing tangible experiences that help emerging designers transition from learning to industry practice.
Looking ahead, what do you think are the key factors that will shape the global design landscape?
The global design landscape will be shaped by three major factors. First, the economic climate—shifts in the market will dictate how brands invest in design, whether through in-house teams, agencies, or new tools.
Second, the rise of new players like Canva and AI-driven design tools—these technologies are democratising design, challenging traditional workflows, and forcing designers to rethink their value beyond execution.
Finally, the influence of young talent—the next generation of designers will redefine creative norms, bringing new perspectives and ways of working that reflect the world they’re growing up in.
What are the core values or philosophies that guide your creative practice?
At the core of my creative practice is authenticity—I strive to create work that is true to both the brand and my own artistic voice. My Indonesian heritage plays a significant role in shaping my perspective, and I often weave elements of Southeast Asian and Islamic art into my typography and illustration to create something uniquely personal yet universally resonant.
I also value craft and strategic thinking. Whether designing a brand identity, packaging, or a campaign, I believe that aesthetics should always be backed by purpose. Design is not just about making things look good—it’s about solving problems, telling stories, and creating meaningful connections with an audience.
Lastly, I believe in collaboration and adaptability. Having worked across branding, media, advertising, commercial illustration, packaging, and FMCG, I’ve learned that the best creative outcomes come from balancing bold ideas with real-world constraints. I thrive in a collaborative environment where I can bounce ideas and execution with the team or client or even the purveyors to come up with an outcome where everyone is proud of.
Which lessons from your early career have most shaped your leadership style and approach?
One of the biggest lessons from my early career is the importance of adaptability and perseverance. I took an unconventional path into design—pausing my career to work as a chef, then re-entering the industry in Indonesia during the 2008 financial crisis. That experience taught me that success isn’t always linear, and thriving in creative industries requires both resilience and the ability to seize unexpected opportunities.
Another key lesson is the power of mentorship and fostering talent. Throughout my career, I’ve been fortunate to work with and learn from incredible creatives, and I’ve carried that forward into my leadership approach. Whether mentoring junior designers through the Melbourne Lettering Club or leading teams in agency settings, I prioritize creating an environment where people feel supported, challenged, and empowered to grow.
Finally, I’ve learned that great leadership isn’t about having all the answers—it’s about collaboration and trust. My time working across different disciplines has reinforced that the best ideas come from open dialogue and diverse perspectives.
What would you like to change in the design industry of your city?
I’d love to see more platforms that connect emerging designers with industry professionals and potential employers. The transition from education to the workforce can feel daunting, and I believe we need more opportunities for young talent to gain hands-on experience in a way that feels both structured and playful—allowing them to refine their craft while learning real-world skills.
I’d also like to see more open collaboration and knowledge-sharing within the industry. In my time as a chef, if I didn’t know how to make a dish or a sauce, I’d ask the chef next door. In design, however, studios and agencies often operate within silos, limiting cross-pollination of ideas and skills. Creating more spaces for conversation, skill-sharing, and mentorship across studios would strengthen the industry as a whole.
Lastly, I believe more funding and support for the design industry is crucial—whether through events, initiatives, or government-backed programs. Melbourne has an incredible ecosystem of small to medium-sized design businesses, but lacks the larger studios that give Sydney or even our Southeast Asian neighbours a competitive edge. By fostering a stronger, more connected design community, we can elevate the industry and create more opportunities for growth and innovation.
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